Former Time Inc. marketing VP, Michelle Spinale, joins Hearst as VP consumer engagement
Spinale was VO marketing at Sunset and Health magazines, and before that was VP, Enterprise Marketing Solutions at NBC Universal
NEW YORK, NY – June 13, 2016 – Hearst Magazines today announced the appointment of Michelle Spinale to the role of vice president, consumer engagement, a new position. Spinale, an accomplished marketing and branding executive, will lead strategic partnerships and promotions for Hearst Magazines’ 21 brands in print and online, implementing creative marketing programs that drive engagement. The announcement was made by Michael Clinton, Hearst Magazines president, marketing and publishing director and Liberta Abbondante, senior vice president of consumer marketing, to whom Spinale will report, starting on July 11.
Spinale’s diverse experience spans magazine media in print and digital, entertainment and consumer products. Most recently, as principal of The Spinale Group, she provided brand analysis, strategic planning, and integrated marketing solutions for clients across the entertainment, health and wellness, financial, retail, and publishing industries, working with Discovery Digital Networks, The Limited and other brands and startups. Before that, Spinale was at Time Inc. from 2012 to 2015, first as vice president, marketing at Health Magazine/Health.com and then as vice president, marketing and brand development at Sunset Magazine/Sunset.com, where she developed multi-dimensional brand platforms, identified new revenue streams, cultivated and negotiated strategic alliances and drove cross-functional ideation and innovation.
As a television marketing executive, from 2002 to 2011, Spinale held increasingly senior marketing and promotion roles at The WB Television Network, Turner, NBC Universal and 4Kids Entertainment, packaging and negotiating 360 partnerships that included brand integration, content interstitials, original digital programming, sweepstakes, events and retail promotions, generating consumer engagement and revenue. At NBCU, Spinale directed the launch of B2B marketing strategy for Women@NBCU, driving sales across the company’s female-targeted portfolio. During her tenure at The Walt Disney Company, she developed e-commerce marketing programs for DisneyVacations.com and DisneyAuctions.com. Spinale began her marketing career at Twentieth Century Fox and is a graduate of Boston College, with Bachelor of Science in Marketing.
“We are focused on creative marketing programs that are truly integrated with our brands and resonate with consumers – partnerships that grab attention and inspire action, from a predominantly social campaign we did for Cosmopolitan that included live coverage of the Magic Mike XXL premiere and a chance for readers to attend it, or a multi-tiered initiative for ELLE and Beyoncé that included retail and sweepstakes elements,” Clinton said. “Michelle has extensive experience in the entertainment industry, and a track record of developing engaging programs that drive revenue as well as audience loyalty and excitement. She will build on what we’ve established and find new relationships that will benefit our brands and our audience.”
“Hearst is home to one of the richest portfolios of well-loved and award-winning brands with a vast and growing audience. I’m excited to collaborate with the talented marketing team, the print and digital editors and business-side executives to reach even more consumers with creative ideas and immersive experiences that scale,” Spinale said.
“Michelle is a creative thinker with a results-oriented attitude – the perfect combination for this role,” Abbondante said. “With her background in film and television, she will bring fresh ideas and perspective to our dynamic marketing team, and we’re looking forward to continuing to innovate in this space.”